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Ghana's economic growth and political stability make it an enticing destination for global companies to invest. In comparison to other African countries surveyed, consumers are more willing to try new brands, are better connected with media, and are more receptive to advertising.
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The majority of global consumers are exposed to both multinational and local brands. That begs the question: Just how much does the “Made In” moniker influence purchasing behavior?
Sub-Saharan Africa has uplifted itself from the two decade economic low reached in 2016, bringing a slight easing of pressure but not a return to the robust growth rates previously experienced. In the 5th edition of Nielsen Africa Prospects ranking, we look at how the countries have performed across various parameters.
Amid great political and economic change around the world, global consumer confidence moved modestly in 2016, rising three points between the first and fourth quarter to 101.